Samsung partnered with Connexity to drive incremental online sales via John Lewis while addressing the need for greater control over funding and product visibility. By implementing a targeted strategy alongside the retailer’s existing activity, Samsung secured additional market share without cannibalizing current efforts.
The business challenge
Samsung is the world’s leading television brand by sales, known for pioneering QLED (Quantum Dot LED) technology, which offers exceptional brightness and colour volume. They were looking to support driving online sales via Google Shopping Ads for their premium range of 55”+ televisions on John Lewis but wanted to retain control over retailer funding and visibility over which SKUs were receiving traffic.
The solution
The collaboration between Connexity and Samsung, facilitated through Connexity’s Comparison Shopping Service (CSS) offering, was a targeted strategy to boost sales of specific premium Samsung television models. This initiative was designed to run alongside John Lewis’s existing Google Shopping campaigns, aiming for additional visibility and market share without creating competition or affecting the retailer’s established cost structure. The success of the strategy was measured across three key areas:
Proven incrementality
Connexity’s CSS campaign provided incremental exposure, complementing existing campaigns for premium-range Samsung TVs without competition or overlap. It successfully introduced a new source of traffic and sales that didn’t cannibalise the main retailer’s efforts.
Increased share of voice
The campaign secured an additional 40% impression share, putting premium-range Samsung TVs in front of more potential customers. Critically, 80% of these new ad placements were won, actively preventing competitors from capturing this valuable space.
Spend control & visibility
Connexity’s approach allowed Samsung to have complete control and visibility of which products were receiving traffic and sales. This enabled a more strategic and tailored approach to support specific high-demand SKUs.
Business outcome
During the critical Q4 peak, specifically Cyber Week, Connexity drove outstanding performance for Samsung through John Lewis. By achieving a 42% additional impression share and securing an additional placement 60% of the time, the campaign delivered a strong 2.1% conversion rate and a remarkable 10x ROI.
Samsung partnered with Connexity to gain strategic control and transparency with an additional John Lewis Google Shopping campaign targeting specific Samsung SKUs, increasing product visibility beyond John Lewis’s existing efforts – Zahid Chaudhri Senior Digital Manager TV/AV Samsung
Want to find out more about partnering with Connexity as merchant, click here.
